Employee Satisfaction and Motivation in London Retail Stores - Dissertation Example

As of December 2013, Apple managed to establish and maintain its operations throughout its 418 retail store outlets worldwide of which 37 retail stores are based in UK (Apple,t 2013a). Out of these 37 Apple retail store outlets in UK, 4 the based in London (i.e., Covent Garden at the Piazza in London, Masonville in North London, Regent Street in London, and the White City Westfield in Central London) (Apple, 2013b, c).

            Aside from the prestige of electronic products made and sold by Apple, one of the key factors behind the success of the Apple retail store outlets around the world is customer satisfaction (Ogg, 2010). In general, there is a strong relationship between employees’ work satisfaction and motivation with the levels of customer satisfaction in the sense that highly motivated employees are more capable of delivering good quality service to the customers (Ahmad, Wasay and Malik, 2012; Chen, 2011). In the long run, the process of maintaining a high level of customer satisfaction can make Apple benefit from the loyalty of its target customers (Prayukvong et al., 2007; Torres and Kline, 2006; Yang and Peterson, 2004). Unfortunately, the several news reports are revealing that the rate of customer satisfaction within the Apple retail store outlets is somehow declining (Daily Mail Online, 2013; Lee, 2013; Sherr and Lublin, 2013). Because of the decline in Apple’s customer service, it was recently reported on Daily Mail Online (2013) that Apple had experienced roughly US$4 billion loss in their total expected sales during the second quarter of 2013.

            Considering the relationship between employees’ work satisfaction and motivation with the levels of customer satisfaction as well as the declining levels of customer satisfaction throughout the Apple retail stores in London, this study will purposely seek to identify and examine all factors that could affect employees’ work satisfaction and motivation in all Apple’s retail store outlets in London.

By doing so, the research findings presented in this study will give the HR manager of Apple a better insight on how to effectively increase the levels of their employees’ work satisfaction and motivation within the said business organization.